From domain to click!
Dada announces that its two divisions Dada.Pro and Dada.Adv are joining up
With the aim of expanding and optimizing the services offered to companies and professionals, Dada brings together its two divisions, Dada.Pro and Dada.Adv, which dominate the market of professional services for an online presence and for online advertising.
Milan, April 28 2008 – Dada S.p.A. (http://dada.dada.net), an international leader in community and entertainment services, listed on the Italian Stock Market STAR (DA.MI), announces the merging of two business units dedicated to business services for companies and professional clients, Dada.Pro and Dada.Adv, which will become a single business unit called DadaPro.
An analysis of market trends has shown that it is necessary to focus on projects and activities where Dada is the leader in order to be faster in providing answers and more transversal in finding solution for the final customer.
Until today, Dada was divided into three business areas: Dada.net (community and entertainment services focused on music), Dada.Pro (professional services for an online presence) and Dada.Adv (management and sale of web and mobile advertising). Starting from the end of April, Dada will be reorganized around two areas: Dada.net and DadaPro, which will merge with Dada.Adv.
The merging expands the value chain in the services offered by Dada: the new business unit DadaPro will offer the 250,000 clients currently managed in Europe, a complete and comprehensive bouquet of services that range from domain registration and online protection, to planning self-provisioning online and mobile advertising campaigns.
With global turnover at more than $21 billion in 2007 and a growth rate of 25% (*) compared to 2006, online advertising is the market of the future. For the next few years, growth previsions are more than optimistic; companies are expected to spend $42 million on online advertising in 2011 (**). Online advertising in Italy is expected to grow far beyond average global levels. In Italy market estimates for the online advertising sector forecast growth that is above global averages, which in 2008 is expected to reach 30% of advertising in Italy, taking away from tradition media such as print and television advertising.
The new DadaPro is the answer to this global challenge and represents a completely new way for small and medium sized businesses and professionals to carve out their online presence. DadaPro will become the advertising agency of the future. Through the use of its technological platform, Dada has created, with DadaPro, a space where business clients can manage all steps of their online presence, from domain to click. The final objective is to offer final users 360° visibility online and via mobile.
Here are the figures for the two business units:
Dada.Pro operates in Italy, the United Kingdom and Spain, respectively through the brands Register.it, Namesco and Nominalia, well-known and consolidated companies which dominate the business sector; with more than 900,000 domains managed and 250,000 active business clients Dada.Pro represents one of the most successful and fast-growing businesses in the Domain and Professional Hosting sector in Europe, accounting for more than 7,000 new clients and 22,000 new domains every month.
Dada.Adv operates in the web and mobile advertising sector as the exclusive advertising agency for the mobile operators 3, Vodafone and Oi (in Brazil), and an important international network for websites. 40% of advertising sold by Dada.Adv is in Italy, 34% is in the UK and the US, 15% is in Spain and Latin America, and 11% in the rest of the world. The Dada.Adv network has access to more than 80 milion unique users in 30 countries: these users generate an average of 20 billion page impressions each month. Through a PPC campaign, every month the Dada.Adv network produces 300,000 active conversions for its clients.
The merging of the two professional business units will allow DadaPro to use the experience of both to offer business clients all over the world professional services accessible via Web and manageable through an easy and user friendly control panel. The merging has allowed Dada to expands its presence in the online advertising sector giving hundreds of thousands of clients the possibility to use management tools that are currently only available to high-level investors.
Paolo Barberis, Chairman and Founder of Dada, is at the center of the decision to merge and comments on its potential: “With the creation of DadaPro we are opening a new era for managing online presences and online advertising for individuals and businesses. Dada has always created simple and user friendly tools that allow people to experience the Net in an innovative, effective and original way: thanks to DadaPro, we are introducing the concept of a ‘one click shop’ way of doing business, increasing visibility and finding a global public via web and via mobile thanks to a simple click” .
* Internet Advertsing Bureau and PWC.
** eMarketer research.
